Color is one of the most powerful tools in a brand's visual identity arsenal. When derived from natural landscapes, color palettes can evoke specific emotions, create meaningful associations, and help brands stand out in crowded markets. In this article, we'll examine several successful brands that have effectively incorporated landscape-inspired color schemes into their visual identities, analyzing what makes these approaches work and what lessons we can learn from them.
Why Landscape-Inspired Colors Work for Brands
Before diving into specific case studies, it's worth understanding why natural color palettes are so effective for brand identities:
- Universal Recognition: Humans have evolved to recognize and respond to natural color combinations, making them inherently appealing and familiar.
- Emotional Resonance: Natural landscapes evoke specific feelings—from the calming effect of coastal blues to the energizing impact of autumn reds.
- Authenticity: In an era where consumers value authenticity, colors derived from nature feel genuine rather than artificially constructed.
- Differentiation: While many brands rely on primary colors or trendy palettes, landscape-inspired schemes can help a brand stand out with unique combinations.
- Versatility: Natural palettes often include a range of complementary colors that work well across various applications.
"The best brands don't just use color—they own it. When a color palette is derived from something meaningful like a landscape, it becomes more than decoration; it becomes part of the brand's story." — Sarah Johnson, Brand Strategist
Case Study 1: Patagonia — Mountain Wilderness
Patagonia
The outdoor clothing company Patagonia has built its entire brand identity around the landscapes its products are designed to be used in. Their color palette draws directly from the mountain wilderness environments that inspire their mission.
Patagonia's palette includes:
- Alpine Lake Blues: Ranging from bright sky blue to deep navy, representing the waters and skies of mountain environments
- Forest Greens: Earthy, muted greens that evoke the pine forests of mountain slopes
- Sunset Orange: A vibrant accent color inspired by alpenglow on mountain peaks
- Earth Brown: Grounding, natural tones that reference soil and rock
What makes this palette effective is how it directly connects to Patagonia's brand purpose of environmental conservation and outdoor recreation. The colors aren't just aesthetically pleasing—they're meaningful to the brand's core audience and reinforce the company's values with every visual touchpoint.
Case Study 2: Whole Foods Market — Fertile Farmland
Whole Foods Market
Whole Foods Market has built its visual identity around colors that evoke fertile farmland and fresh produce, reinforcing its positioning as a purveyor of natural, organic foods.
The Whole Foods palette includes:
- Deep Forest Green: Their primary brand color, representing freshness and growth
- Vibrant Leaf Greens: Various shades that evoke fresh produce and vitality
- Harvest Gold: Warm tones reminiscent of wheat fields and sunshine
- Rich Earth Brown: Grounding colors that suggest fertile soil
This palette works because it creates immediate associations with freshness, health, and natural abundance—all key attributes for a grocery brand focused on organic products. The colors appear throughout their stores, packaging, and marketing materials, creating a cohesive experience that reinforces their brand positioning.
Case Study 3: Airbnb — Global Landscapes
Airbnb
When Airbnb rebranded in 2014, they introduced a color palette centered around their signature "Rausch" coral-pink, but complemented by a range of colors inspired by global landscapes—fitting for a brand that helps people experience destinations worldwide.
Airbnb's expanded palette includes:
- Rausch (Coral Pink): Their signature color, inspired by exotic coral reefs and warm sunsets
- Babu (Teal): A color reminiscent of tropical waters and distinctive architecture
- Arches (Orange): Warm tones inspired by desert landscapes and cultural celebrations
- Hof (Blue-Gray): Cool, sophisticated tones that evoke urban skylines
What makes Airbnb's approach unique is how they've used landscape-inspired colors to create a palette that feels simultaneously global and distinctive. The colors work together to suggest adventure, diversity, and the excitement of travel, while the consistent application of their signature coral ensures brand recognition.
Case Study 4: REI — Pacific Northwest Forests
REI
REI (Recreational Equipment, Inc.) draws its color inspiration from the Pacific Northwest forests where the company was founded. Their palette evokes misty evergreen forests, creating an immediate connection to outdoor adventure.
REI's palette includes:
- Evergreen: Their primary brand color, a deep green that represents forests and sustainability
- Forest Floor Green: Muted, earthy green tones that suggest moss and undergrowth
- Misty Gray: Light, neutral tones reminiscent of morning fog in the mountains
- Alpine Lake Blue: Soft blues that evoke mountain lakes and streams
REI's color strategy works because it creates an immediate emotional connection to the environments where their products are used. The palette feels authentic to their heritage and mission, while also creating a distinctive look in the retail landscape.
Key Takeaway: Authenticity Is Essential
The most successful landscape-inspired brand palettes share one critical quality: authenticity. These brands don't simply adopt natural colors because they're attractive—they choose specific landscapes that have meaningful connections to their brand purpose, heritage, or customer experience. The colors tell a story that reinforces the brand's core values and positioning.
Strategies for Developing Your Own Landscape-Inspired Brand Palette
Based on these successful case studies, here are strategies for developing an effective landscape-inspired color palette for your own brand:
1. Start with Brand Purpose
Before selecting a landscape, clarify your brand's purpose, values, and positioning. The landscape you choose should reinforce these elements, not just look attractive.
2. Choose a Meaningful Landscape
Select a landscape that has genuine connections to your brand—perhaps where your company was founded, where your products are used, or an environment that metaphorically represents your brand's attributes.
3. Extract a Comprehensive Palette
Don't just focus on the dominant colors. Extract a range that includes:
- Primary brand colors (1-2 distinctive, recognizable hues)
- Supporting colors (2-3 complementary tones)
- Accent colors (1-2 contrasting colors for highlights and calls-to-action)
- Neutral tones (for backgrounds and text)
4. Test for Versatility and Accessibility
Ensure your palette works across all applications—digital, print, environmental—and meets accessibility standards for contrast and readability.
5. Develop Usage Guidelines
Create clear guidelines for how colors should be used across different contexts to maintain consistency while allowing flexibility.
6. Tell the Color Story
Don't keep the landscape inspiration a secret. Share the story behind your colors with your team and customers to create deeper connections and understanding.
Conclusion: Beyond Aesthetics
The most successful brands understand that color is not just about aesthetics—it's about creating meaningful connections. By drawing color inspiration from landscapes that have authentic ties to your brand purpose, you can develop a palette that doesn't just look good but also tells your brand's story and resonates with your audience on a deeper level.
As these case studies demonstrate, landscape-inspired color palettes can help brands create distinctive visual identities that stand the test of time, transcending fleeting color trends while maintaining a timeless connection to the natural world.
← Back to Blog